Brief Explanation

The category was in decline and our brand health measures had started to fall back.
Despite this, the client issued ambitious targets:
. Contribute to brand aim to reach # 1 Fruity CSD by 2017
. Grow sales by +10%
. Reach new consumers beyond the hard-core 'skater' loyalists
. Stabilise brand health measures
To be true to the brand we needed to fuel urban culture. In 2011 we had done this for skateboarders. In 2012 we needed to do it again, but in a way that would bring new people into the fold, while still resonating with current fans.

The Brief

Coming off the back of our last campaign, Mountain Dew Skate Pinball in 2011, we knew we were onto something big, but it was apparent we had to regain lost momentum and continue to help our brand loyalists take their passion further. Plus, we needed to introduce more people to the Mountain Dew way of being.

How the final design was conceived

It's every graffiti artists dream to tag the untaggable. So we built software that busted graffiti off the wall and into Google Street View, letting artists make their mark anywhere in the world.
We collaborated with street artists to create the next evolution of graffiti. Motion-capture experts and software engineers helped us to track their movements to capture the essence of graffiti, and bring it into 3D.
Online fans intuitively crafted their own piece of 3D graffiti and drop it anywhere on Google Street View, creating a single global canvas for Mountain Dew fans to tag the virtual world.

Indication of how successful the outcome was in the market

The CSD category was in decline. Despite this, Mountain Dew out-performed the category and smashed the sales objective. Ultimately delivering +31% volume growth and +28% value growth.
Not only that but we dramatically strengthened our brand equity. The measure of 'is an edgy brand' increased by 50%. Spontaneous awareness also shot up to 20%, which was a significant leap from our target of 12%.

Get Involved

Press

Support

Social

Spikes Asia, the region's oldest and most prestigious award for creative advertising, is also a three-day Festival reaching the region's most influential decision-makers, as well as up-and-coming talent.